Off Page SEO – What Is It And Why Does It Matter?

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  • Post last modified:September 22, 2020
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Off-Page SEO Definition

The definition of Off-Page SEO (also called Off-Site SEO) means promoting your website to better to improve your rankings on Google and other major Search Engines.

So, now you know what Off-Page SEO is, let’s look at why it’s essential.

Note: This topic may be somewhat challenging to understand if you are new to the subject. If you have a question or need simple advice, feel free to e-mail me using the form in the sidebar.

Why Is Off-Page SEO Essential?

If you need to have your website (specifically the pages that make up your website), then SEO (Search Engine Optimisation) is an essential process.

And, as mentioned earlier, the first step is to optimise your pages to best suit the needs of your visitors. Once you achieve that, you have a fair chance of being ranked on (hopefully) the first page in the SERPs (Search Engine Results Pages).

But, unfortunately, all that hard work most likely won’t be enough. You will need to find ways to promote your pages that work for your brand.

Off Page SEO Technical Breakdown

No one knows for sure how Google’s algorithm works or what exactly is measured. But there are many brilliant minds out there. And they have made it their purpose to find out as much as possible about how it all works.

Here is what we know, more or less, for sure:

Domain-Level Keyword Agnostic Features

DL-AKF refers to the number of links to your domain. It also measures the trust and quality of those links as well as the domain-level PageRank.

Page-Level Link Features

PL-LF take into consideration PageRank and TrustRank. Also, the quality of the link, anchor text distribution and quality of the link source.

Page-Level Keyword & Content Features

PL-KWCF measures topic-modelling scores and quality/relevance.

Page-Level Keyword Agnostic Features

PL-KAF measures content length, readability, uniqueness and load speed.

Domain-Level Brand Features

DL-BF looks at offline usage of brand/domain name, mentions of brand/domain in the news, media and press.

User, Usage and Traffic Quality

UU-TQ looks at traffic and usage signals from browsers, toolbars and clickstream.

Social Metrics

SM refers to the quantity and quality of tweeted links and Facebook shares etc.

Domain-Level Keyword Usage

DL-KU measures exact match keywords and partial keyword matches.

Domain-Level Keyword Agnostic Features

DL-KAF looks at domain-name length, extension and HTTP response time.

For the most part, the above technical breakdown won’t interest many. But if you want to take SEO to the next level, this information is invaluable.

Links and Off Page SEO

Backlinks (a link that points back to a page on your site) are still the holey grail of off page SEO. One of the biggest misconceptions out there is people believe any backlink from anywhere will help rankings.

This blunder (a carefully chosen word) has the opposite effect. The quality of the backlink matters enormously. A backlink coming to your site from an online pharmacy selling Viagra is not a backlink you want. It will be marked as a spam link, and you will be penalised accordingly.

What Makes A Quality Backlink?

Before answering this question, first we need to look at the 3 main types of links:

  1. Natural Links. An example is a Webmaster may link to a resource on your page (a quote, image, video etc.) The type of link is usually the most valuable but is mostly out of your control. However, top-notch content is an attractive incentive. Make your content useable, and it may become shareable.
  2. Manual Links. An example might be, asking a client (or an influencer) to link to your site (or page). Manual Links can be useful for you as long as the person or brand relating to you is relevant. A website selling time-shares in the Bahamas linking to your site that sells tires locally will ring alarm bells at Google HQ.
  3. Self-Created Links are easy to create but can still be useful. Submitting your website (URL) to online directories and forums, blog comments, and the like can be seen (by Google) as Black-hat tactics. Think carefully about this option.

So, now you know the main types of links, we can look at what makes a high-quality backlink. All three link types have their strengths, but regardless of which one we are talking about, 6 key metrics determine the quality of a link.

  1. The linking sites authority. (Their Domain Authority – or, DA)
  2. How relevant the linking site is to your content.
  3. The age of the referring link – years old content linking to your fresh content won’t help you.
  4. The anchor text from the referring site – in other words, the visible, clickable text in a hyperlink)
  5. How trustworthy is the referring site? (Again, their Domain Authority comes in to play)
  6. The number of quality links coming from the referring site.